The packaging is where the brand’s London identity comes to life. A hand-drawn skyline wraps around the boxes and bags, Big Ben, Tower Bridge and the London Eye rendered in a single continuous line. It gives the product a sense of place that most confectionery brands don’t have. The striped pattern used alongside it adds a graphic, modern edge that stops the identity feeling one-dimensional.

The palette of blush pink, dusty rose, warm cream and black ties it all together. It feels indulgent and refined, which is exactly the balance a luxury food brand needs.